As media buying evolves, verification and brand safety remain the key to differentiation within a competitive market. Craig Tuck, Managing Director of RhythmOne, looks at how ad tech firms can help brands while avoiding the Facebook and Google duopoly.
If brands are taking the reins on their marketing, how do agencies fit into the picture? Ilona Lubojemska, Director, Client Services at The Trade Desk, takes a closerlook at the changing role of agencies in 2018.
Chief Marketing Officers (CMOs) at large brands in the UK have made drastic changes to their digital marketing in the last 12 months in response to growing concerns around brand safety, transparency and fraud, according to new research.